tactics and strategies for successful online influence - 2016 mnsearch summit
TRANSCRIPT
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AgendaTactics and Strategies for Successful Online Influence
TrendsPublishingPRContent
FrameworksRisk managementIncreasing successGrowing trust and budgets
Tools and resources
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Opportunity is greater but so is the risk
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Communicate more in less time
This means….
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Show don’t tell where possible
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…that video was created in 2011
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and….
Use historical story frameworks
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Publishers need to be able to justify their outbound links
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Branded links and anchor text:• fee-free debt
management plans• Individual Voluntary
Arrangements
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Why are you an authoritative relevant source or owner of a piece of content?
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Dynamic content goes to the top of the pile
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Debunking a myth
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liability
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HIGH tea
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They hold personal and transferable liability
you need to fact check and substantiate your content
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Trust and newswires
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Brand, product and service relevant content.
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Big links
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We are accountable for both brand and SEO
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Agree an internal sign off process for content ideas, design and promotion
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Sign off on the sign off process
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Inter-departmental collaboration
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Sign up for all your industry newsletters and make sure your teams do too.
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Press Releases guidelines•No more than 3 links
•Links to different areas of the site•The links must look natural- Avoid anchor text
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Over 100 articles secured…because we askedA full list of coverage can be found here: https://chi2016.acm.org/wp/press/
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big links = big visibilityinternally and externally
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It’s high risk and resource heavy
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Remember the tortoise and the hare?
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What should an overall strategy look like then?
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Year plan for client XXX
Business PR
Onsite content
Creative PR
ContentComplete promotion of
creativeBuild out Content for new creative
Launch and Promote
December
Ongoing PR Outreach and Link buildingSetup data driven PR project
Ongoing business byline/ case study crafting and selling in for links
January February March April May
Onsite content work for all PR/ content campaigns/ news jumps
Setup trade media /advice articles Monthly publishing of and PR work for trade articles
Draft materials for data project
Launch project
Awards and competition entries for projects and app
Build out Content for new creative
Launch and Promote Phase 1
Blogger targeti
ng project
Setup blogger /tier 2 engagement project
Build out all materials
Launch and Promote phase 1
Launch and Promote phase 2
Initial outreach
Launch and Promote phase 3
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Exclusivity
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Time based exclusives
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CAN WE BE FRIENDS?
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The answer of course is maybe, as that is
human nature. But with the clear understanding that friends don't expect friends to run weak stories, but do appreciate candid feedback.
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Story Anatomy
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Backlink analysis of similar stories not competitors
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Say what no one else is saying
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"re your feature on X; would you like to interview Y”
--Explain why they are appropriate
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PR for onsite content process
Craft Exclusives go live Publish ‘anchor content’ live on your blog Wider media selling-in
Newsletter/ Social/ email marketing
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Do you think editorial has become more tied to revenue and traffic in the last 10 years
and if so, how do you feel about that?
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Traffic pays the bills, so that means you might cover something clickbaity that you'd
prefer to ignore, and you no longer want to give away the story in the headline, but overall
quality writing is what keeps people coming back.
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I'm writing for a food tech company and I would say traffic is the main driver. Which does
sometimes affect the quality of the writing, yes. Clickbait articles are often required.
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Yep. It's an uncomfortable situation, but we all want to have a job. That said there's still a
clear distinction that needs to be in place: advertorials should be well marked as such and
I'd never accept being told to promote a product/company for advertising benefit.
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Media database considerations:
•How often is their data updated?•Search functionality•Export to CSV?•UK, USA focused?•Top industry sectors?
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ScalableFrameworksStrategyTacticsTools
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@leximills
Thank you